A influência da informação nutricional em alimentos e bebidas na intenção de compra de jovens consumidores

• Autores: Raquel Bernardon Toigo Giehl, Marcelo Gattermann Perin, Marcia Dutra de Barcellos, Cláudio Hoffmann Sampaio
• Localización: Revista de Administração IMED, ISSN-e 2237-7956, Vol. 8, Nº. 2, 2018 (Ejemplar dedicado a: Julho-Dezembro), págs. 203-221
• Idioma: portugués
• DOI: 10.18256/2237-7956.2018.v8i2.2977
• Títulos paralelos:
  • The influence of nutritional information in food and drink products on young consumers’ purchase intent
• Enlaces
  • Texto completo (pdf)
• Resumen
  • português

    A importância da embalagem e rotulagem como mídia, e como um meio de persuadir os clientes tem evoluido. Neste contexto, a informação nutricional do produto torna-se um elemento de embalagem importante a ser considerado durante o processo de tomada de decisão do consumidor. Com base nisso, o objetivo deste trabalho é avaliar o efeito da informação nutricional de embalagens na intenção de compra do consumidor. Para tanto, foi realizado um levantamento com 430 jovens consumidores no sul do Brasil. Os resultados indicam que as informações disponíveis nos rótulos de alimentos influenciam a intenção de compra. O valor energético (calorias) e a gordura trans revelaram-se como os atributos mais significativos no momento da compra. Comparou-se os efeitos da informação nutricional em destaque e da tabela de informação nutricional obrigatória do rótulo. Além disso, diferenças estatísticas importantes foram encontradas entre os grupos de consumidores, de acordo com seu sexo e idade. As implicações gerenciais para a indústria de alimentos e bebidas são apresentadas.

  • English

    The importance of packaging and labeling as media, and as a means of persuading customers has grown. In this context, product nutritional information becomes an important packaging element to be considered during consumer’s decision making process. Based on this, the objective of this paper is to evaluate the effect of nutritional information the food package on consumer purchase intention. To this end, a descriptive survey was conducted with 430 young consumers in South Brazil. Results indicate that the information available on food labels influences purchase intent. Energetic value (calories) and trans fat revealed themselves to be the most significant attributes at the moment of purchase. We compare the effects from nutritional information highlighted and the mandatory nutritional information table in the label. Moreover, important statistical differences were found between consumer groups, in accordance with their sex and age. Managerial implications are drawn to the food and drink industry.

• Referencias bibliográficas
  • Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
  • Aschemann-Witzel, J., & Hamm, U. (2010). Do consumers prefer foods with nutrition and health claims? Results of a purchase simulation....
  • Bamberg, S., Ajzen, I., & Schmidt, P. (2003). Choice of travel mode in the theory of planned behavior: The roles of past behavior, habit,...
  • Bublitz, M. G., Peracchio, L.A., Andreasen, A. R., Kees, J., Kidwell, B., Miller, E. G, Motley, C. M., Peter, P. C., Rajagopal, P., Scott,...
  • Bublitz, M. G., & Peracchio, L. A. (2015). Applying industry practices to promote healthy foods: An exploration of positive marketing...
  • Cerjak, M., & Tomić, M. (2015). Buying Motives and Trust of Young Consumers for Functional Fermented Dairy Products: Evidence From Croatian...
  • Chrysochou, P., & Grunert, K. (2014). Health-related ad information and health motivation effects on product evaluations. Journal of Business...
  • Cooke, R., & Papadaki, A. (2014). Nutrition label use mediates the positive relationship between nutrition knowledge and attitudes towards...
  • Coulson, N. S. (2000). An application of the stages of change to consumer use of food labels. British Food Journal, 102(9), 661-668.
  • Dean, M., Lähteenmäki, L, & Shepherd, R. (2011). Nutrition communication: consumer perceptions and predicting intentions. Proceedings...
  • Dimura, E., & Skuras, D. (2005). Consumer Demand for Information Labeling of Quality Food and Drink Products: a European Union Case Study....
  • Drichoutis, A. C., Lazaridis, P., & Nayga, R. M., Jr. (2005). Nutrition knowledge and consumer use of nutritional food labels. European...
  • Drichoutis, A. C., Lazaridis, P., & Nayga, R. M., Jr. (2006). Consumers’ Use Of Nutrition Labels: A Review of Research Studies an Issues....
  • Drichoutis, A.C. Lazaridis, P., Nayga, R. M., Jr., Kapsokefalou, M., & Chryssochoidis, G. (2007). A Theoretical and Empirical Investigation...
  • Droms Hatch, C. M. (2016). Examining the use of nutrition information on restaurant menus. Journal of Food Products Marketing, 22(1), 118-135.
  • Finco, F. D. B. A., Deliza, R., Rosenthal, A., & Silva, C. H. (2010). The effect of extrinsic product attributes of pineapple juice on...
  • Govindasamy, R., & Italia, J. (2000). The influence of consumer demographic characteristics on nutritional label usage. Journal of Food...
  • Granage, D.A., Conklin, M. T., & Bordi, P. L. (2003). Can Young Adults be Influenced to Eat Healthier. Foodservice Research International,...
  • Grunert, K.G., & Wills, J.M. (2007). A Review of European Research on Consumer Response to Nutrition Information on Food Labels. Journal...
  • Harker, D., & Sharma, B., Harker, M., & Reinhard, K. (2010). Leaving home: Food Choice behavior of young German Adults. Journal of...
  • Hausman, A. (2012). Hedonistic rationality: Healthy food consumption choice using muddling-through. Journal of Business Research, 65(6), 794-801.
  • Heiman, A., & Lowengart, O. (2014). Calorie information effects ons consumers food choices: Sources of observed gender heterogeneity....
  • Huang, L., & Lu, J. (2016). The impact of package color and the nutrition content labels on the perception of food healthiness and purchase...
  • Jensen, J. D., & Ronit, K. (2013). Food Industry Firms’ Economic Incentives to Provide Nutritional Information to the Market: European...
  • Kim, S. Y. Nayga, R. M. Jr., & Capps, O. Jr. (2001). Food Label Use, Self-Selectivity, and Diet Quality. The Journal of Consumer Affairs,...
  • Kniazeva, M., & Belk, R. W. (2010). Supermarkets as libraries of postmodern mythology. Journal of Business Research, 63(7), 748-753.
  • Lalor, F., Kennedy, J., & Wall, P. G. (2011). Impact of nutrition knowledge on behavior towards health claims on foodstuffs. British Food...
  • Lavidge, R. J., & Steiner, G. A. (1961). A model for predictive measurements of advertising effectiveness. Journal of Marketing, 25(6),...
  • Lee, H., & Yun, Z. (2015). Consumers’ perceptions of organic food attributes and cognitive and affective attitudes as determinants of...
  • Lin, C. T. J., & Lee, J.Y. (2003). Dietary fat intake and search for fat information on food labels: New evidence. Consumer Interests...
  • Mannell, A., Brevard, P., Nayga, R.m., Jr., Combris, P., Lee, R., & Gloeckner, J. (2006). French consumer’s use of nutrition labels. Nutrition...
  • Mclean-Meyinsse, P. E. (2001). An analysis of nutritional label use in the Southern United States. Journal of Food Distribution Research,...
  • Mojduszka, E. M., & Caswell, J. A. (2000). A Test of Nutrition Quality Signaling in Food Markets Prior to Implementation of Mandatory...
  • Nayga, R. M. Jr. (2000). Nutrition Knowledge, Gender, and Food Label Use. The Journal of Consumers Affairs, 34(1), 97-112.
  • Rettie, R., & Brewer, C. (2000). The verbal and visual components of package design. Journal of Product & Brand Management, 9(1),...
  • Sanlier, N., & Karakus, S. S. (2010). Evaluation of food purchasing behavior of consumers from supermarkets. British Food Journal, 112(2),...
  • Sen, S., Bhattacharya, C.B., & Korschun, D. (2006). The Role of Corporate Social Responsibility in Strengthening Multiple Stakeholder...
  • Silayoi, P., & Speece, M. (2007). The Importance of Packaging Attributes: a conjoint analysis approach. European Journal of Marketing,...
  • Stuart, S.A. (2010). The relationship between mandatory and other food label information. British Food Journal, 112(1), 21-31.
  • Underwood, R. L., Klein, N. M., & Burke, R. R. (2001). Packaging Communication: Attentional Effects of Products Imaginary. Journal of...
  • Wright, C. A., Bruhn, C. M., Heymann, H., & Bamforth, C. W. (2008). Beer and Wine Consumers’ Perceptions of the Nutritional Value of Alcoholic...